Center for the Study of Ethics in the Professions at IIT

Relations with the Media

The public is becoming increasingly aware that food is in short supply throughout the world and that shortages of food are beginning to appear spasmodically in Britain. Thoughtful people understand that the British food supply is precarious, at present relying on imports for about half its value in terms of sterling or energy. Everyone knows that food prices are rising. People are also much concerned about the environment, the safe use of pesticides and the safety of foods. They want food to be a factor promoting good health. Many people wish to stay slim or to reduce their weight. Consumer groups are troubled about the composition of foods and their labelling. These partially disparate tendencies join in creating a new kind of public interest, some of it well-informed, in food, food science , food technology and nutrition.

This has led to increased demand for informed opinion on food topics, to new opportunities for qualified food scientists and technologists to take part in television, radio, newspaper and journal communications, and to new types of responsibility for individual scientists. Thus, the Council of the Institute of Food Science and Technology has decided to prepare guidelines to help members to fulfil these new responsibilities.

Council recognises that this is an area where there are many traps for the unwary, which can easily lead a member unsuspectingly into an awkward position, or even one of inadvertent unprofessional conduct. Council has therefore decided to include, with the guidance on aspects of direct ethical significance, more general guidance on the dangers which may be encountered and how best to avoid them.

The following points should be taken into consideration by members who are asked to take part in television or radio programmes or to write for newspapers or journals:

1. If a scientist aims to learn how to communicate effectively through the communication media it is essential to get to know personally some people involved professionally with the media. It is important for scientists to learn communication skills and to understand the professional standards of those employed to communicate.

2. One must have a good knowledge of the subject under discussion and be certain that any facts one quotes are true. Preferably, before accepting an invitation to participate in a television or radio programme, one should seek time for discussion with one's colleagues. The support of colleagues is an important element in confidence. It is difficult to know all the necessary facts for any programme, but it is an important part of self-confidence to have time to marshal as much information as possible before the programme. Much of this information will not be used but to have collected it gives confidence and assurance.

3. If one is asked at very short notice to contribute to a programme, the subject of that programme is likely to be controversial and to be one that has caused concern among the community. In such a situation it is particularly important to be sure of one's knowledge and skill before one agrees to participate in the programme. Such assignments should not be undertaken lightly.

4. Before the actual interview or discussion it is desirable to have a talk with the interviewer in order to agree the general area of discussion and, if possible, to assess the skill and knowledge of the interviewer. Collaboration with the research workers and the producer in the planning of the content and coverage of the more structured type of programme is some insurance that one will have the opportunity of putting across one's own point of view.

5. If other persons are to take part in an interview or discussion it is wise to find out who the other participants are to be. It is exceedingly difficult, and can be impossible, to refute unsound statements without more detailed explanation than time will allow.

6. One should always remember that in a discussion the interviewer, like a barrister in court, is experienced at the job and knows what he or she wants to say. The interviewer also knows that if the programme is to create audience interest, which would be to his or her personal advantage, the discussion should be as sensational as possible. The scientist being interviewed is almost certainly less experienced at this particular job than the interviewer, is probably in unfamiliar surroundings and usually does not know precisely what questions will be asked. His or her strength lies in knowledge, but to use this effectively requires an agile mind and ability to marshal facts quickly. There is advantage in playing for time. If this is feasible it gives one time to decide whether or not to answer a question that might be loaded, or whether perhaps oneself to turn the discussion into a more desirable direction.

7. In all discussion it is important to make clear distinction between fact and opinion. Knowing the controversial nature of food problems, members of the Institute should take a very responsible attitude about this, particularly because, to the audience, the very fact that a person is apparently sufficiently expert to appear on radio or television or write for the newspapers confers authority. Great care should be taken to avoid what may appear to the audience or readers to be an authoritative statement on a subject outside the area of one's own expert knowledge. All that is said or written should be expressed objectively and without fear or favour. Any advice given should be disinterested and impartial and based to the best of one's knowledge on established facts. Every effort should be made to identify with the viewer, listener or reader.

8. Scientists are used to argument. They understand that refutation of hypotheses is an essential part of scientific progress. This method is used in the best science broadcasts. But to the scientifically uneducated such dispute may leave with the viewer, listener or reader an impression of doubt and uncertainty. This may be the correct impression, but care should be taken to point out that the facts are unknown, that research is in progress, that in time it will be possible to give a clearer answer. To be able to convey this kind of thought successfully requires much knowledge and humility but it can play a part in popular scientific education.

9. In many matters relating to food, e.g. toxicology or nutritional value, it is impossible to give categorical answers. Often one has to balance benefit against risk, but it is difficult to get this across to a lay audience or to lay readers without appearing to prevaricate. Skill in doing this increases with experience.

10. Facts well-known to the scientist may not be known to the audience or readers. It is therefore important for the scientist to be patient, to express facts simply and without jargon. It is usually undesirable in spoken word to give complicated statistics. Most people do not comprehend figures unless they can see a chart or diagram. The expert may feel that it is boring to repeat simple statements. Usually, however, facts are only boring if presented In a boring way.

11. If a programme is pre-recorded or if one is interviewed by a journalist there is always the risk that one's remarks may be taken out of context. Even in a live programme the discussion can be cut too early so that time does not permit the development of a rational argument and the wrong conclusion may be reached. Instances of such practices can be quoted. The greatest safeguard is to satisfy oneself on the integrity of the producer and interviewer and to refuse to take part in programmes known to be of a gimmicky nature. Another safeguard is to make one's most important observations quickly, that is, to know what one wants to say and to say it without preamble. The same advice applies to writing for newspapers. For the novice it is probably safer, though it may be more alarming, to take part in five programmes.

12. For a successful live transmission one should be relaxed. Various factors contribute to this state of body and mind: knowledge of the necessary facts, broad appreciation of the background of the subject under discussion, care in expressing opinions, familiarity with the trappings of the media, i.e. lights, microphones, cameras, etc., understanding of the problems of the producer, interviewer and other participants, the support of colleagues and friends. It helps if one has observed previous similar performances. A combination of these probably results in a remembered appearance that can bring credit both to the profession and the individual. For best results the occasion should be enjoyed.

13. A member of the Institute should consider seriously the image of the profession reflected by his or her performance. Any performance should display integrity and seriousness of purpose. The effect of anything said on other members of the profession and the public should be kept In mind.

14. Many of the foregoing remarks concerning television and radio also apply to the press. There are however some problems peculiar to the press. For the national press, one may be asked to contribute an article; one may be interviewed by a journalist for an attributed statement; or one may be asked by a journalist to provide unattributed background information for an article. In all three cases, statements will be subject to editing, which may intentionally or unintentionally lead to misinterpretation. In the second and third cases, intentional selection, or unintentional garbling by the journalist may occur and result in misrepresentation. It would be wrong to assume that this cannot happen in the more serious and weighty newspapers. Wherever possible, one should request the opportunity to vet the result for scientific accuracy (where time is short, over the telephone).

15. One may be asked to contribute an article for a food industry journal. Here, editing may occur but it is normal practice to submit a proof to the author for vetting, and this provides an opportunity to rectify any unintentional results of shortening. In any event, one should obtain a precise indication in advance of the length of article required and adhere strictly to it.

16. Members in industry may sometimes be asked to write for or be interviewed for "house"' magazines. Here one can and should insist on the right to vet and correct the proof.

17. Members must be careful to avoid any explicit or implied suggestion that they are expressing the views of the Institute unless they have been specifically charged by Council to do so.

18. No member of the Institute should take part as an Institute member in a commercial advertisement. If taking part as a private individual, neither membership of the Institute nor its designatory letters should be used (except in a book advertisement in which the member is named as author, part-author or editor; or in an advertisement describing the' services and facilities of a research organisation or the courses of an educational establishment, listing the names of the research staff or academic staff). Whether to participate as an individual in a commercial advertisement is a matter for individual judgement. In exercising such judgement, a member should have regard to the character of the proposed advertisement, ensure that his or her participation would not reflect adversely on the profession, and obtain assurances that no subsequent changes will be made to the character or format of the advertisement without his or her agreement.

J. R. BLANCHFIELD,

ISSUED BY AUTHORITY OF COUNCIL. (66th COUNCIL MEETING, 21.5.75.)

JRB/PF/SEC 74-75/315

Hon. Secretary.